When a business falls on hard times, it seems that marketing is one of the first things to go. On the surface that may seem logical–you don’t need marketing to survive. However, you do need customers, and chances are you earn those customers through some form of marketing. In the current state we are in, restaurants can no longer rely on revenue generated through foot traffic and habitual customers. The country has been dealing with the pandemic for 7 months now and although it is starting to open up, people are still weary of eating out.
While business may have slowed, or your restaurant may be on a temporary hiatus, it is still important to stay in front of your customers. You need to remain familiar whether it’s promoting your take-out and delivery menu, updating your customers on your re-opening plans or simply reminding them of your brand. Eventually, all of this will end, your restaurant will be at maximum capacity again and you customers are going to be hungry. So, get ready to win them back!
Essentially, you have the opportunity to make a new first impression with some gold medal marketing. The most efficient and cost-effective way to do that is to reach your customers through social media. To really make an impact, you are going to need some grade-A content.
If there are two words that you hear more often than any others in the marketing world, they are data and content. Previously, we took some steps into the data pool and discussed the importance of growing a customer database. In this article, we are going to talk all about what you feed that database–Content!!
Content content content. It’s all about content. Show who you are. And show your product. Show your brand. Keep your audience entertained, engaged, and aware.
Alright. That’s pretty vague. What exactly do you mean by content? Content can be any sort of stimuli that you feed your audience. This can be in the form of emails, texts, Instagram posts, Facebook coupons – you get the gist. As a restaurant, the content that you produce and send out to your audience, whether that be your subscribers or your followers on social media, is the main way that you communicate with them. When you have new events going on it’s less likely that you will have a personal conversation with each customer, so the best way for you to get the word out is through one of the mediums mentioned above.
If you’re not used to creating your own content, I have some great news for you: good content isn’t hard to create! You only need to follow a couple steps and rules to make your posts stand out. There’s no need to hire a professional team, buy a super expensive camera, or spend tons of money on special editing software. All it takes is a little bit of time, a little bit of effort, and a little bit of creativity.
The first thing you want to do is identify your target audience. What kind of customers do you have at your restaurant? And what demographics do they fit? What kind of culture do they represent? These are the people who you want to focus on when creating the type of content that will represent your restaurant.
For example, if you run a pizza place or burger joint or something similar that has a large focus on families, you want your content to be enjoyable for both adults and adolescents. Never forget the level of influence that kids have on their parents when it comes to deciding where to eat. This doesn’t mean that you need to have some person running around in a mascot costume in order to reach kids. Just keep them in mind when creating promotions and posts–almost all age groups have access to social media.
If your target demographic is millennials, make sure your banding is consistent. This generation appreciates (and is drawn to) a consistent, pleasing aesthetic. Use similar or the same filter and edits for your posts. Also, use ads and write copy that emit the same tone as the photos. Consistent branding makes it easier for your customers to remember you. It helps to solidify your identity and allows for the opportunity for your audience to associate more than just your food with your restaurant.
When it comes to actually creating your photo and video content, there are only two things you need from an equipment standpoint: a smartphone and good lighting.
If your restaurant has an outdoor eating area, test taking pictures of outside with that natural light. Lighting can be tricky with food especially with fluorescent and incandescent lighting. These two types of lighting are very common in restaurant kitchens and dining rooms. The flash on your phone’s camera can also discolor the food in the photo or highlight grease spots on plate, basket, tray, or paper. If you don’t have the option to take pictures of your food outside with natural light, we recommend purchasing an LED photography light. These are inexpensive and easy to find at any camera/photography store or on Amazon.
In a time when person to person contact is extremely limited, it’s still important to stay in front of your audience. Ultimately, your food is the reason people come to eat at your restaurant. You want to put your best foot forward and show off your delicious dishes! These tips will help you create professional-looking content that is sure to bring your customers running once quarantine ends.
Want to learn how to use this top tier content in the most effective way possible?
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